Focus Groups on Macintosh Experience

Background

Objectives

• To provide input for creative efforts in development advertising for Macintosh.
• To investigate the reaction of consumers to hands-on experience with Macintosh.
• To determine the most salient appeals and benefits of Macintosh, both emotional and intellectual.
• To identify the concerns and problems with Macintosh.
• To examine the impact and implications of product pricing.
• To examine the impact and implications of the manufacturer's association with the product.
• To investigate the acceptance of Macintosh across various levels of computer sophistication and user applications.

Methodology

• A total of 12 focus groups were conducted, 4 each in 3 markets.
  • Atlanta, Denver, and Chicago
  • Early stage shoppers
  • Former shoppers/middle stage shoppers
  • Advanced stage shoppers
  • Owners
• Respondents were:
  • Security screened
  • Rechecked
  • Non-disclosed
  • Kept in dark

Discussion

• Introduction
• Demonstration
• Discussion
• Experience (intellectual and emotional)
• Strengths
• Weaknesses
• Uses
• Configuration
• Price
• Image
• Communication

Because of the number of topics covered and the desired depth of coverage of some of the these topics, not all topics were discussed with all groups.

Findings

The experience of Macintosh

• There is definitely Mac magic--an emotional/intellectual reaction to the Macintosh experience
• The Macintosh experience is greatly enhanced with hands on use and exposure to relevant applications.
• Even with Macintosh, people need to be shown applications specific to their needs before they will consider a purchase.
• The unique Mac advantages of incredibly fast learning and ease of use are likely to be the elements that will clinch the sale.
• The integration of software is a major hot button. Sophisticated shoppers will readily recognize this advantage. Less sophisticated shoppers should be sold on this salient advantage.
• Specific Appeals/Benefits
  • Simplicity Value
  • Ease of use
  • Increase of productivity
  • Elimination of fear and intimidation
  • Versatile Utilization
  • Comfort
  • Compact/portable
  • Ease of learning/speed of learning
  • Integration of software
  • Excitement
  • Versatile capability
  • Enthusiasm
  • Advanced technology/anti-obsolescence
  • Amazement
  • Speed
  • Enjoyment/fun
• The availability of information access provided by Mac to non-dedicated computer users could prove to be very attractive to management/executive (Mac power).
• Fear of obsolescence is almost an obsession among computer shoppers. Macintosh is seen as the latest technological advancement. Emphasizing this point in communicating Macintosh can dramatically lessen this fear.

Language/Mac Talk

• The best way to communicate to the entire Macintosh target market is in results oriented, non-technical English.
• Language should focus on benefits and end use applications (instead of functions).
• The individual sales communication should emphasize Mac's ability to satisfy individual needs and how Mac can satisfy these needs better,
• Back can communicate a toy-like image. Therefore, care must be taken to use simplicity to our advantage without crossing over the "toy threshold."
• There is clearly a positive fun characteristic associated with Macintosh. However, there is a serious risk factor associated with mis-communicating or over-communicating this fun characteristic. Fun can be part of a business dominated, self-actualization type message.
• Technical specifications must be available. In addition to giving specs we should explain them.
• The mouse is likely to be the most salient characteristic of Macintosh. In anticipation of competitive mice the Mac advantage must emphasize the software behind our mouse.
• While nothing is going to keep Mac out of the home, this research demonstrates that any overt attempt to sell Mac to the home market will adversely affect its chances in the business market.
• Conversely, a strictly business positioning should not hurt Mac in the home market.

Concerns/problems

• Macintosh will share the following generic concerns of other personal computers
  • Availability of desired software
  • Service/support
  • Expandability
  • Compatibility
  • Versatility
  • Availability of peripherals
• The Macintosh experience may be unique in combating the following concerns better than competitive units.
  • Fear of obsolescence
  • Intimidation
  • Difficulty in learning
  • Presence of training support
  • Difficulty in using
• The following concerns have been identified as related to the specific Macintosh demonstration used for the group sessions.
  • Durability (especially mouse)
  • Size of CRT
  • Color of CRT
  • Color capabilities
  • 10 key numerical keypad
  • Second disk drive (built in)
  • Programming capability
  • Keyboard override of mouse
  • Perception of being a toy
  • Perception of looking like a toy
  • Game software
  • Challenges cult [of computer aficionados who've paid their dues]

Price implication

• "Outstanding value" may have much better leverage than "unheard-of low price"
• Introductory price in the $2,000 range for Macintosh may have the greatest appeal
• There is reason to believe Mac can comfortably sustain a price of about $300 to $400 greater than $2000.
• Including more in the box at a higher price may be beneficial to the appeal of Macintosh.

Name brand impact

• There is strong equity in a brand name such as Apple or IBM. The main reasons for this equity are:
  • Service/support
  • Availability of software
• IBM appears to have a better image in the business community than does Apple.
• Apple is recognized as the leader in innovative technology. Using Apple's reputation to strengthen the revolutionary image of Macintosh can make an incredible difference in combating the consumers fear of obsolescence.
• There is some indication that consumers would be willing to purchase a lesser known brand of computer, if the concerns of service and support could be answered.

Business target market

• Within the scope of this research there was broad acceptance of Macintosh across all levels of sophistication of end user applications.

Key recommendations

• In order for Macintosh to reach its full potential Mac must:
  • Have software to meet the needs of the consumer.
  • Sell applications with simplicity/ease of operation. Mac should not be sold on simplicity alone.
  • Leverage ease of learning.
  • Have power/capacity at least comparable to its competitors.
  • Not allow any orientation towards home use to damage its introductory positioning as a business machine.
• Apple must:
  • Develop strong retail sales support.
  • Use Apple's innovative reputation to strengthen Mac's revolutionary image.